Do you know where your money goes? In one of our biggest campaigns of the year so far, Greenhouse PR was proud to support the launch of the most sustainable personal current account ever brought to the UK market.
Europe’s leading ethical bank, Triodos Bank, has set out to challenge the way banking is done in the UK and the national media took interest. The phenomenally successful campaign delivered over 70 pieces of PR including some standout mainstream national, regional and online coverage.
Triodos Bank is a pioneer in sustainable banking, using the power of finance to invest in projects that are good for people and planet. Their new current account transforms the appeal of the bank and enables them to engage with an even wider community of people.
The launch focused on connecting people to where their money goes and inviting them to join the movement for change. At an exciting Annual Meeting event in London hundreds of people gathered to witness the launch of the new current account and hear from a great line up of speakers including Anna Laycock, Rob Hopkins and John-Paul Flintoff.
Greenhouse worked closely with Triodos for a number of months running up to the launch to plan the campaign and to work out the best way to tell the story of the bank and its impact. The launch of the current account was a big moment for the bank, already established in the UK for 22 years and offering a wide range of savings and investment options.
Greenhouse positioned the current account in the wider context of a serious lack of ethical options in the market and looked to engage people through shared interests and values. As Triodos UK’s managing director Bevis Watts says: “For many years now, consumers have had the opportunity to align their values with the food they choose to buy, the transport they take, and the energy they consume. Now they have that choice with their daily finances, using their money as a force for good that works towards positive social, cultural, and environmental change.”
Greenhouse arranged two full days of media briefings in London, staffing more than 12 interviews. Given Triodos will charge £3 per month for their current account service, it was important to also facilitate a debate around the fact there is no such thing as free banking. An independent current account comparison analysis was undertaken by personal finance expert and Moneycomms editor Andrew Hagger, who commented: “Hats off to Triodos Bank for being up front about the real cost of banking and for challenging the broken ‘free banking model’. Not all consumers choose a bank account based on ‘what’s in it for them’; some will happily pay a small monthly cost safe in the knowledge that their bank uses their money for socially responsible and ethical purposes.”
The launch was covered by dozens of media outlets including BBC Radio 4 Moneybox, The Guardian, The Telegraph and Daily Mail and many personal finance and regional media, reaching a potential audience of over 53 million. The campaign hashtag #jointhechange was even trending on Twitter during the launch event.
Zoe Sear, Head of Marketing & Communications, Triodos Bank UK, said: “The support of the team at Greenhouse has been invaluable, from developing our campaign narrative right through to building a strategy and delivering fantastic media coverage across mainstream national media and online.”
We have worked with several innovative organisations pioneering ethical finance such as Ethex and CastleField Advisory Partners. If you are helping to transform the finance sector and are looking for PR support, we would love to hear from you.